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Foreign-based information and communications technology (IT) and big tech companies, when appointing country managers to oversee the Korean market within a limited pool, tend to have the same people circulating within the industry, taking turns in the top roles.

These executives leverage their experience as country managers in the global IT industry, where the concept of a "lifetime job" is weak, and compete within their own exclusive circles. This differs from the situation at domestic companies, where internal executives are more often promoted to the top position rather than hiring outsiders. Industry experts attribute this phenomenon to the limited talent pool available for leaders who understand the unique Korean market and are familiar with the organizational culture of foreign companies. Particularly, since most Korean branches of foreign IT firms are structured around sales organizations, there is a strong tendency to choose leaders who are accustomed to performance- and results-oriented organizational cultures.

One industry insider explained, "Due to the strong influence of local brands such as Samsung and LG, foreign companies view Korea as a unique market," adding, "For foreign companies that must compete with local brands, this environment is a significant challenge, so there is a tendency to appoint people who are familiar with and experienced in Korea as the overall country manager."

The extensive experience of Korean country managers is a major advantage in managing local subsidiaries and branches, as well as in communicating with headquarters. The know-how accumulated over long careers in selling products or services and established personal networks are also seen as strengths.

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According to the career histories of major foreign IT company country managers as of May 15, Yoon Goo, who became the CEO of Google Korea in January this year, previously served as the CEO of Apple Korea from April 2018 to January 2022. During his first year in office in 2018, he led the opening of the first Apple Store in Korea on Garosu-gil, expanding Apple’s presence in the Korean market. However, he suddenly resigned amid conflicts with the government over Apple’s in-app payment issues.

Yoon is currently focusing on advertising sales operations as the CEO of Google Korea, overseeing the Korean market. With ongoing dissatisfaction among domestic companies about the forced or circumvented in-app payment practices of Google and Apple, the in-app payment issue remains a challenge for Yoon to resolve alongside the network usage fee problem.

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Apple Korea CEO Mark Lee has also previously served as the country head for another foreign IT company. He was formerly the CEO of Applied Materials Korea, the U.S. semiconductor equipment company. Having once led sales at Samsung Electronics, Lee has extensive knowledge about both Korea and Samsung. Last year, during a National Assembly audit, Lee faced criticism from lawmakers over excessive in-app payment fees.

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OpenAI established its Korean subsidiary last year and appointed Kim Jeonghun as the country head to oversee the Korean market. Kim previously served as the CEO of Google Korea.

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Since October 2020, Giho Ham has been leading Amazon Web Services (AWS) Korea. He also has extensive experience in overseeing the Korean market at HP, a U.S. company. Ham joined HP in 1997 and served as CEO of HP Korea for about nine years starting in 2011.

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Kang Yongnam, who was appointed CEO of HP Korea this March, also served as CEO of competitor Lenovo Korea for seven years.

However, there are concerns that this kind of rotational appointment system could hamper the infusion of mid- to long-term innovation and creativity. While it can stabilize business operations and reduce risk, it is also seen as making it difficult to change organizational structures and work practices, thus limiting the ability to present long-term strategies or visions. Another industry insider commented, "Although they are called CEOs, they are essentially sales heads for the Korean market. They must follow the headquarters’ rules and regulations, so their autonomy is limited and they have little room for independent decision-making."

Professor Heo Yoon of the Graduate School of International Studies at Sogang University explained, "These executives have built relationships with local competitors and partners and are accustomed to government relations work with organizations like the American Chamber of Commerce in Korea and government agencies. Their ability to communicate effectively about the challenges and investment environment of foreign companies in Korea allows them to operate domestic business activities smoothly, which is why personnel appointments are made in this way."